FEATURE
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What is the current state of the customer within the e-commerce space in the EMEA region ?
COVID-19 has forever altered the retail landscape . Only now is a retail rebound starting to take place , with approximately 75 % of US consumers having moved online in the last 12 months . While e-commerce is not something new , it ’ s likely to become a larger part of the retail ecosystem .
Currently , customers expect a seamless online experience and to be delighted when interacting with a brand , regardless of whether they ’ re online . A large majority of consumers reported that they are more likely to do business with a brand that is omnipresent and offers a consistent conversation with them across channels of their choice .
This is where conversational AI will play the role of an enabler for these retailers , by allowing organisations the chance to connect with the customers at every stage of the journey . This must happen with the customer being in control of the conversation . Conversational AI will deliver the edge brands are looking for and make it possible for retailers to offer omnichannel support , providing a frictionless journey leading to products being bought .
Why are so many businesses stuck in traditional communications and how is this discouraging customers ? businesses to adopt required transformations . However , multiple customer experience use cases are yet to be explored or made available for niche categories and industries and a lot of CXOs today still cater to CX costs . It is highly overestimated and there needs to be a paradigm shift in the way we approach communication .
Ultimately , not being ready to adapt to new technologies or practices will prevent businesses from establishing a greater presence and creating innovative experiences for today ’ s customers .
What are the challenges and shortcomings of businesses when it comes to their e-commerce CX approach ?
In May 2020 , a survey by Qualtrics Institute revealed that 94 % of US consumers are extremely likely to buy from businesses that offer a good customer experience . Insufficient or flawed customer data / insights can prevent businesses from achieving a good CX strategy . A lot of sourced data is unstructured and businesses need to know that this is not unused Dark Data . Enterprises need clear
Neil Barman , Chief Growth Officer for Yellow . AI
insights into what customers want and the obstacles they face .
Businesses in the retail sector need to create a unified platform that offers a holistic mood customer experience across all touchpoints , eliminating the concept of individual customer channels . This change will translate into immediate results for these businesses and in turn , provide a significant long-term impact on the ROI .
Recently , a global luggage and accessories brand told me : ‘ Innovation does not necessarily mean digital , it means innovative ways of reaching out to customers ’. I think a lot of this is misleading , with user experience ( UX ) often being confused for customer experience ( CX ), for example . Only now are we seeing businesses waking up to the importance of CX and Digital Transformation .
The pandemic gave digital approaches tremendous tailwind and encouraged
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